In the fast-paced and ever-evolving landscape of healthcare, effective crisis communication is paramount for maintaining a positive brand reputation. Providers, payers, pharmaceutical companies – no healthcare organization is immune to crises, and how they handle these situations can significantly impact public perception. In this blog post, we will explore strategies for effective crisis communication in healthcare settings.
Currently dealing with a reputational issue? If your healthcare organization needs crisis communication assistance now, Buchanan PR is here to help. Contact us to connect with our expert crisis communication team and protect your brand.
Establish a Crisis Communication Plan
The most effective communications strategy is shaped before a crisis ever strikes. Having a detailed plan and a dedicated crisis communication team in place is essential. The plan should outline the response team members – which should consist of PR and Communications team members, legal counsel, hospital or company leadership, and operations personnel – along with the roles and responsibilities of all members. It should outline how information is cascaded and approved through the organization, and through which channels internal and external communications will be deployed. It may also help to identify possible scenarios, such as a media ambush, and how they may be addressed.
Transparency and Timeliness, As Much as Possible
When a brand’s reputation is at risk, transparency and timeliness are critical. In fact, as soon as rumblings of a potential crisis begin, preliminary messaging should be drafted, including a media holding statement to have ready in case the situation hits the news. When a reporter reaches out during a crisis, an organization typically only has a couple of hours to provide a statement, or they risk the article running without their side of the story. In healthcare settings specifically, organizations must strike the right balance between being forthcoming with available information while not divulging confidential information or violating HIPAA. This may mean that statements acknowledge the matter, express empathy for those impacted, address any steps being taken to resolve the crisis, and reinforce commitment to patient care and safety.
Empathy and Compassion
Speaking of empathy, during a crisis, emotions run high. Thus, demonstrating empathy and compassion is essential. Healthcare organizations should convey genuine concern for those affected and communicate their commitment to excellent care. For example, if a patient has a negative experience at a hospital and shares that experience on TikTok, hospital leadership may consider directly commenting on the patient’s post publicly apologizing and outlining concrete steps to prevent similar incidents in the future, while simultaneously contacting the patient privately to discuss their experience and address specific concerns.
Use Social Media to Your Advantage
News moves fast. Social media chatter moves even faster. Oftentimes, a bubbling crisis will hit Facebook groups, Reddit, TikTok or X before mainstream media catches on. Providers and healthcare organizations may wish to consider employing a sophisticated social listening tool to catch wind of these mentions as soon as they happen. At Buchanan PR, we set up comprehensive search parameters via social listening for all of our crisis clients, allowing us to spot and address challenges in real-time.
Additionally, social media channels are often the fastest way for an organization to quickly disseminate critical information to its key audiences in times of crisis. We saw this during the height of the COVID-19 pandemic. When information was evolving rapidly, hospitals and health systems quickly communicated changes to masking and visitor policies via social media channels.
Continuous Monitoring and Learning
After the storm has passed, social and traditional monitoring and listening should continue for some time to continue keeping a pulse on sentiment and identify any lingering pain points. Ideally, over time, sentiment will grow more positive as the organization continues taking steps to improve its brand reputation.
Utilize a PR Agency with Crisis Expertise
Navigating a crisis in healthcare requires a strategic and empathetic approach to communication. Oftentimes, it can be beneficial to partner with an agency that specializes in crisis communications who can provide you with objective counsel during a time when emotions run high. At Buchanan PR, we constantly have an ear to the ground and can help you identify potential issues and act swiftly.
Want to learn more about how to protect the reputation of your healthcare organization? Contact us today.